{"id":1194,"date":"2012-12-10T13:24:25","date_gmt":"2012-12-10T11:24:25","guid":{"rendered":"http:\/\/www.spa-balance.com\/?p=1194"},"modified":"2012-12-10T13:24:25","modified_gmt":"2012-12-10T11:24:25","slug":"5-modos-en-que-los-spas-de-hoteles-pueden-capturar-clientes-externos","status":"publish","type":"post","link":"https:\/\/www.spa-balance.com\/es\/2012\/12\/5-modos-en-que-los-spas-de-hoteles-pueden-capturar-clientes-externos\/","title":{"rendered":"5 Way Hotel Spas Can Seize External Guests"},"content":{"rendered":"<p><!--:en--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">In our previous post, we introduced some of the sales activities that <a href=\"http:\/\/www.spa-balance.com\/en\/2012\/11\/27\/los-spas-de-hoteles-y-las-actividades-de-captacion-del-cliente-huesped\/\">hotel spas<\/a> can implement in order to improve their capture rate activities. This week, we are sharing additional ideas that can help these hotel spas to tap into the local market. The following five tips provide a guide on how to reach out to local clientele and the sales activities that can be done in order to seize local markets.<\/p>\n<p style=\"text-align: left;\"><!--:--><!--:es--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\">En nuestro art\u00edculo anterior, presentamos algunas de las actividades de ventas que los <a href=\"http:\/\/www.spa-balance.com\/es\/2012\/11\/27\/los-spas-de-hoteles-y-las-actividades-de-captacion-del-cliente-huesped\/\">spas de hoteles<\/a> pueden implementar para mejorar sus tasas de captaci\u00f3n del cliente hu\u00e9sped. Esta semana, queremos compartir ideas adicionales que pueden ayudar a estos spas a sacar provecho del mercado local. Los siguientes cinco consejos brindan una gu\u00eda sobre c\u00f3mo llegar a los clientes locales y las actividades de ventas que se pueden implementar con el fin de apoderarse de dichos mercados.<\/p>\n<p style=\"text-align: left;\"><!--:--><!--more--><!--:en--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Membership sales<\/strong><\/p>\n<p style=\"text-align: left;\">There is one common perception that has affected hotel spas for a very long time. Very often, indeed, people think the services provided by these spas are exclusively orientated towards the guests of the hotel. One of the best ways to tackle this perception is by offering membership sales to customers in the local market.<\/p>\n<p style=\"text-align: left;\">In a recent article entitled <a href=\"http:\/\/hotelexecutive.com\/business_review\/3146\/strategies-for-todays-8-key-challenges-in-hotel-spas\">Strategies for Today&#8217;s 8 Key Challenges in Hotel Spas<\/a>, Kate Mearns, Spa Director at The Spa of Colonial Williamsburg, stated that &#8220;creating and offering local residents spa service memberships has been a way to grow business during off-peak times.&#8221; According to Mearns, &#8220;membership programs build the local market while creating a strong database of spa visitors who are within a close distance to the spa.&#8221;<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Preferential and dynamic pricing<\/strong><\/p>\n<p style=\"text-align: left;\">Some of today&#8217;s most successful spas have flourished because of their ability to serve their local markets by providing less expensive services. Having a dynamic pricing policy in place will help the spa to improve its overall performance. Likewise, preferential pricing is best implemented when it targets loyal customers and first-time goers.<\/p>\n<p style=\"text-align: left;\">For instance, an article recently published on <a href=\"http:\/\/www.resortsuite.com\/spa-profitability\/top-10-tips-to-increase-your-spa%E2%80%99s-profitability\/\">ResortSuite.com<\/a> argues in favour of strategic promotions such as a &#8216;last minute club&#8217; where local customers can be informed about special promotions resulting from cancellations and unexpected availability. Something like this can have a positive impact on loyalty and customer retention.<\/p>\n<p style=\"text-align: left;\">Similarly, Christi Cano, President &amp; Founder of Innovative Spa Productions sees a great benefit in promotional pricing. Instead of cutting costs, hotel spas should create short-term promotional activities with the ultimate goal of bringing people to the door of your business.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Focus on profitability<\/strong><\/p>\n<p style=\"text-align: left;\">In order to seize the local market effectively, the hotel spa needs to keep an eye on its profitability. Overall planning, for example, requires a solid understanding of labour costs and true profit margin for each treatment.<\/p>\n<p style=\"text-align: left;\">Likewise, implementing yield management techniques can help you to boost your performance. For instance, by reducing the number of high margin services during peak times, your hotel spa &#8220;push more bookings into non-peak times that would go otherwise unsold.&#8221;<\/p>\n<p style=\"text-align: left;\">Having a good degree of flexibility regarding the services you provide will also help you to improve your profitability. As stated by the ResortSuite article, &#8220;A well designed and structured spa services menu can provide the essential flexibility to book services.&#8221; Similarly, with a flexible approach you could easily upgrade your most popular services.<\/p>\n<p style=\"text-align: left;\">Furthermore, hotel spas need to create synergies and develop special agreements with associations, hospital, clinics and other businesses where the spa would be a benefit to the local business.<\/p>\n<p style=\"text-align: left;\">To be effective, hotel spas need to get better at selling the benefits of their different services. In particular, they need to stress the health-related benefits that their treatments are capable of providing. If they do that, they will forge solid partnerships with these players and persuade potential customers to take advantage of those benefits. Similarly, it would be positive for hotel spas to build and nurture relationships with key local people.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Building personal experiences<\/strong><\/p>\n<p style=\"text-align: left;\">One of the best options to attract new clientele is by adding value to the experiences you sell to your clients. The busier your hotel spa gets, the more transactional and impersonal it becomes. However, it is crucial that the customer leaves the spa with a feeling of satisfaction.<\/p>\n<p style=\"text-align: left;\">Being able to personalise that transaction will further strengthen the ties that exist between the hotel spa and the local market. As stated by Kate Mearns, &#8220;spa directors need to ensure that the guest experience remains personal and that the staff really works to understand the guest\u2019s needs and fulfill them.&#8221;<\/p>\n<p style=\"text-align: left;\">Along those lines, Christi Cano highlights the importance of encouraging staff to upsell services during the reservation, check-in or in the treatment room. &#8220;Don&#8217;t only be an order taker, guide customers through the reservation process,&#8221; suggests Cano.<\/p>\n<p style=\"text-align: left;\">To conclude, we believe hotel spas will significantly increase their chances to seize their local markets if they are able to implement some of the activities we have mentioned here. Membership sales for local market customers, preferential and dynamic pricing, focus on profitability and value added promotions instead of aggressive discounting, special agreements with local players, and building personal experiences could generate great benefits for hotel spas willing to capture their local markets.<\/p>\n<p><!--:--><!--:es--><\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Ventas de membres\u00edas<\/strong><\/p>\n<p style=\"text-align: left;\">Existe una percepci\u00f3n com\u00fan que ha afectado a los spas de hoteles por mucho tiemo. Muy a menudo, de hecho, la gente piensa que los servicios prestados por estos spas est\u00e1n exclusivamente orientados a los hu\u00e9spedes del hotel. Una de las mejores maneras de afrontar dicha percepci\u00f3n es ofreciendo ventas de membres\u00edas a clientes en el mercado local.<\/p>\n<p style=\"text-align: left;\">En un reciente art\u00edculo titulado <a href=\"http:\/\/hotelexecutive.com\/business_review\/3146\/strategies-for-todays-8-key-challenges-in-hotel-spas\">Strategies for Today&#8217;s 8 Key Challenges in Hotel Spas<\/a>, Kate Mearns, Directora de Spa para The Spa of Colonial Williamsburg, afirm\u00f3 que &#8220;la creaci\u00f3n y oferta de servicios de spa para clientes locales a trav\u00e9s de membres\u00edas se ha convertido en una v\u00eda para hacer crecer el negocio durante los periodos de menor demanda&#8221;. Seg\u00fan Mearns, &#8220;los programas de membres\u00eda construyen el mercado local mientras crean una s\u00f3lida base de datos de los visitantes de spa que est\u00e1n dentro de una distancia cercana al mismo&#8221;.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Fijaci\u00f3n de precios preferencial y din\u00e1mica<\/strong><\/p>\n<p style=\"text-align: left;\">Algunos de los spas m\u00e1s exitosos de hoy en d\u00eda han prosperado debido a la capacidad de servir a sus mercados locales a trav\u00e9s de una prestaci\u00f3n de servicios m\u00e1s baratos. El establecimiento de una pol\u00edtica de precios din\u00e1mica ayudar\u00e1 al spa a mejorar su rendimiento general. Del mismo modo, una fijaci\u00f3n de precios preferencial es m\u00e1s eficaz cuando est\u00e1 dirigida hacia los clientes m\u00e1s leales y aquellos que van por primera vez al spa.<\/p>\n<p style=\"text-align: left;\">Por ejemplo, un art\u00edculo publicado recientemente en <a href=\"http:\/\/www.resortsuite.com\/spa-profitability\/top-10-tips-to-increase-your-spa%E2%80%99s-profitability\/\">ResortSuite.com<\/a> est\u00e1 a favor de promociones estrat\u00e9gicas como un &#8220;club de \u00faltimo minuto&#8221; que permita informar a los clientes locales sobre promociones especiales originadas por cancelaciones y disponibilidad inesperada. Este tipo de cosas pueden tener un impacto positivo en la lealtad y la retenci\u00f3n de clientes.<\/p>\n<p style=\"text-align: left;\">Del mismo modo, Christi Cano, Presidente y Fundadora de Innovative Spa Productions ve un gran beneficio en la fijaci\u00f3n de precios promocional. En lugar de recortar costos, los spas de hoteles deber\u00edan crear actividades de promoci\u00f3n a corto plazo con el objetivo final de traer clientes a las puertas de su negocio.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Centrarse en la rentabilidad<\/strong><\/p>\n<p style=\"text-align: left;\">Con el fin de aprovechar el mercado local de manera efectiva, el spa del hotel tiene que estar pendiente de su rentabilidad. La planificaci\u00f3n general, por ejemplo, requiere una comprensi\u00f3n s\u00f3lida de los costes laborales y el margen de beneficio real para cada tratamiento.<\/p>\n<p style=\"text-align: left;\">Del mismo modo, la aplicaci\u00f3n de t\u00e9cnicas de gesti\u00f3n de rendimiento puede ayudarle a mejorar el desempe\u00f1o de su spa. Por ejemplo, con una reducci\u00f3n del n\u00famero de servicios de alto margen durante periodos de alta demanda, su spa puede &#8220;acomodar m\u00e1s reservaciones en momentos de baja demanda que quedar\u00edan de otra forma sin venderse&#8221;.<\/p>\n<p style=\"text-align: left;\">Mantener un buen nivel de flexibilidad con respecto a los servicios que ofrece le ayudar\u00e1 igualmente a mejorar su rentabilidad. Seg\u00fan lo indicado por el art\u00edculo en ResortSuite, &#8220;una carta de tratamientos bien dise\u00f1ada y estructurada le puede brindar la flexibilidad que necesita para mejorar las reservaciones de sus servicios&#8221;. Del mismo modo, con un enfoque flexible podr\u00eda f\u00e1cilmente agregar valor a sus servicios m\u00e1s populares.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Acuerdos y relaciones especiales con los principales actores locales<\/strong><\/p>\n<p style=\"text-align: left;\">Adem\u00e1s de todo lo anterior, los spas de hoteles necesitan crear sinergias y desarrollar acuerdos especiales con asociaciones, hospitales, cl\u00ednicas y otros negocios en donde el spa venga percibido como un beneficio para el negocio local.<\/p>\n<p style=\"text-align: left;\">Para ser eficaces, estos spas necesitan mejorar la venta de los beneficios que ofrecen sus diferentes servicios. En particular, es necesario hacer hincapi\u00e9 en los beneficios a nivel de salud que son capaces de brindar los tratamientos que ofrecen. Si logran hacer esto, podr\u00e1n forjar s\u00f3lidas alianzas con dichos actores y persuadir a los potenciales clientes para que saquen provecho de dichos beneficios. Del mismo modo, ser\u00eda positivo para los spas de hoteles construir y cultivar relaciones con individuos influyentes dentro del mercado local.<\/p>\n<p style=\"text-align: justify;\">&nbsp;<\/p>\n<p style=\"text-align: left;\"><strong>Construcci\u00f3n de experiencias personales<\/strong><\/p>\n<p style=\"text-align: left;\">Una de las mejores opciones para atraer nueva clientela es a\u00f1adir valor a las experiencias que vende a sus clientes. A medida que su spa se vuelve m\u00e1s concurrido, se hace tambi\u00e9n m\u00e1s impersonal y transaccional. Sin embargo, es fundamental que el cliente salga de su spa con una sensaci\u00f3n de satisfacci\u00f3n.<\/p>\n<p style=\"text-align: left;\">Ser capaz de personalizar la transacci\u00f3n fortalecer\u00e1 a\u00fan m\u00e1s los lazos que existen entre el spa y el mercado local. Como dijo Kate Mearns, &#8220;los directores de spa necesitan asegurarse de que la experiencia del cliente sigue siendo personal y que sus empleados verdaderamente trabajan a favor de entender las necesidades de los hu\u00e9spedes y cumplir con ellas&#8221;.<\/p>\n<p style=\"text-align: left;\">En ese sentido, Christi Cano destaca la importancia de incentivar el personal con el fin de aumentar las ventas de los servicios durante la reservaci\u00f3n, el check-in o en la sala de tratamiento. &#8220;No basta con tomar el pedido, es necesario guiar a los clientes durante el proceso de reservaci\u00f3n&#8221;, sugiere Cano.<\/p>\n<p style=\"text-align: left;\">Para concluir, creemos que los spas de hoteles aumentar\u00e1n significativamente sus posibilidades de capturar sus mercados locales si son capaces de poner en pr\u00e1ctica algunas de las actividades que hemos mencionado en este art\u00edculo. Las ventas de membres\u00eda para los clientes del mercado local, una fijaci\u00f3n de precios preferencial y din\u00e1mica, un enfoque en la rentabilidad y el valor a\u00f1adido en lugar de promociones de descuento agresivas, acuerdos especiales con actores locales y la construcci\u00f3n de experiencias personales pueden generar grandes beneficios para los spas de hoteles que est\u00e9n dispuestos a capturar sus mercados locales.<\/p>\n<p><!--:--><\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; In our previous post, we introduced some of the sales activities that hotel spas can implement in order to improve their capture rate activities. This week, we are sharing additional ideas that can help these hotel spas to tap into the local market. The following five tips provide a guide on how to reach [&hellip;]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[210,344,360,221,222,162,163,361,362,93,358,363],"class_list":["post-1194","post","type-post","status-publish","format-standard","hentry","category-spa-management-2","tag-hotel-spas","tag-marketing","tag-membership-sales","tag-precios","tag-pricing","tag-profitability","tag-rentabilidad","tag-sales","tag-spa-memberships","tag-spas-2","tag-spas-de-hoteles","tag-venta-de-membresias"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Way Hotel Spas Can Seize External Guests &#8212; Spa Balance<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spa-balance.com\/es\/2012\/12\/5-modos-en-que-los-spas-de-hoteles-pueden-capturar-clientes-externos\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Way Hotel Spas Can Seize External Guests &#8212; Spa Balance\" \/>\n<meta property=\"og:description\" content=\"&nbsp; In our previous post, we introduced some of the sales activities that hotel spas can implement in order to improve their capture rate activities. 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The following five tips provide a guide on how to reach [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spa-balance.com\/es\/2012\/12\/5-modos-en-que-los-spas-de-hoteles-pueden-capturar-clientes-externos\/\" \/>\n<meta property=\"og:site_name\" content=\"Spa Balance\" \/>\n<meta property=\"article:published_time\" content=\"2012-12-10T11:24:25+00:00\" \/>\n<meta name=\"author\" content=\"Sonal Uberoi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sonal Uberoi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/12\\\/5-modos-en-que-los-spas-de-hoteles-pueden-capturar-clientes-externos\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/12\\\/5-modos-en-que-los-spas-de-hoteles-pueden-capturar-clientes-externos\\\/\"},\"author\":{\"name\":\"Sonal Uberoi\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/#\\\/schema\\\/person\\\/8e140ef4f1a16322c5ef0d258647f8b3\"},\"headline\":\"5 Way Hotel Spas Can Seize External Guests\",\"datePublished\":\"2012-12-10T11:24:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/12\\\/5-modos-en-que-los-spas-de-hoteles-pueden-capturar-clientes-externos\\\/\"},\"wordCount\":1865,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/#organization\"},\"keywords\":[\"hotel spas\",\"marketing\",\"membership sales\",\"precios\",\"pricing\",\"profitability\",\"rentabilidad\",\"sales\",\"spa memberships\",\"Spas\",\"spas de hoteles\",\"venta de membres\u00edas\"],\"articleSection\":[\"Spa Management\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/12\\\/5-modos-en-que-los-spas-de-hoteles-pueden-capturar-clientes-externos\\\/\",\"url\":\"https:\\\/\\\/www.spa-balance.com\\\/2012\\\/12\\\/5-modos-en-que-los-spas-de-hoteles-pueden-capturar-clientes-externos\\\/\",\"name\":\"5 Way Hotel Spas Can Seize External Guests &#8212; 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This week, we are sharing additional ideas that can help these hotel spas to tap into the local market. 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